Do you have an effective "message house" template that works to get internal buy-in and alignment on messaging?
I need to unpack this in therapy but for some not-yet-fully-explored reason, I hate messaging houses and marchitecture like that. Perhaps it feels like it's forcing structure. Perhaps it feels too permanent and untouchable (because it's housed??). Not sure. But I do concede that they can be useful and are helpful for many, many people.
So, for me, if I'm trying to get internal buy-in on messaging, I try to keep it as simple, concise, and as contextual as possible.
3 benefit or RTB pillars,
and corresponding proof points (like a product or feature).
Then, I take that and set it in context to provide positioning guidance and build a larger, more interesting narrative.
What's happening out there in the market and why are we talking about this? What's the challenge our audience is facing in this market?
Then insert our claim we just worked on.
Include validation (customer quotes, product metrics, analyst reports, etc.).
And articulate your CTA - inspire your audience and give them a call to arms.